relevance rules

Keep Relationship CurrentI’m a huge fan of the charity clearinghouse GlobalGiving, and have donated through them several times to causes I wouldn’t have been able to connect with otherwise.

That’s GlobalGiving’s sweet spot—connecting donors like yours (and you, and me) with causes that we may not find, know of and/or be able to easily donate to. They do a fantastic job of it: Since 2002, GlobalGiving has raised $151,783,082 from 407,034 donors who have supported 10,812 projects.

So I was surprised to receive this could-be-better email from them, updating me on the work they’ve done with my donation 3 1/2 years ago to the Japan Earthquake and Tsunami Relief Fund.

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Nancy Schwartz on November 5, 2014 in Branding and Messages | 1 comment
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Right-Things, Right-Now Marketing

There’s no better way for your organization to get your supporters’ and prospects’ attention (media attention, too) than hooking into what’s top of mind. Your people are already thinking about these topics and issues, so are far more likely to connect with your campaign than at other times.

That’s right-things, right-now marketing and I’ve seen some fantastic Mother’s Day models from nonprofits like yours in the last few weeks. Here are two of the very best:

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Nancy Schwartz on May 7, 2014 in Right-Things Right-Now Marketing | 1 comment
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Nonprofit-communications-Disaster

Here’s the hot-off-the-presses story I just received from Leili Khalessi, Communications Manager at RedRover. Leili and her colleagues have done a terrific job responding to the deadly tornadoes and torrential rains that are wreaking havoc with our lives, and those of our pets.

The response has been great—Leili reports that local agencies have shared RedRover’s disaster-related resources via Twitter and other channels and the org’s 15,000+ Facebook fans have been sharing its disaster-resource & assistance graphic  far and wide. “We’ve also received some press inquiries from pet-related publications because of our coverage on the tornadoes,” says Leili.

You can bet folks will remember RedRover’s help and moral support, with donations, loyalty and more. Here’s what Leili and team did, and how they made it happen quickly and effectively.
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Nancy Schwartz on May 1, 2014 in Crisis Communications | 3 comments
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Kids4Kars | Donate Your Kid Today

Update: Thanks to community member Phyllis Nunkis who brought 4 Kids’ deceptive practices and false advertising to my attention. Kids4Kars doesn’t meet the Better Business Bureau’s standards for Charity Accountability, and the organization has been the subject of many, many complaints from consumers over the years.  It is unfortunate to see smart, creative marketing used for the wrong purposes,” says Phyllis.

She’s 100% correct, but the best response we can have is to use this effective model to spur our own marketing innovation. Go to it!

What a morning! Our daughter, Charlotte, is off to her 5th-grade camping trip today and woke up with a challenging combo of anxiety and excitement—about having the right clothes, the weather, and every other facet of the trip she could imagine.  Between us, it was a nightmare getting her out of the house this morning and a huge relief to watch the bus pulling away.

So how timely that that I saw this Kids 4 Kars campaign first thing today. Talk about getting my attention!

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Nancy Schwartz on April 1, 2014 in Right-Things Right-Now Marketing | 1 comment
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RobOur newest guest blogger, Rob Wu is CEO of CauseVox, a nonprofit crowdfunding and peer-to-peer fundraising platform  for nonprofits. 

You know it, and I know it. Connecting with your audience is harder than ever. And that means more of your org’s messages than ever before are ignored or deleted.

So how do we cut through the noise? And how do we motivate donors to donate and supporters to take action? We have to make our messages relevant.

That’s right-things, right-now marketing and I’m thrilled to introduce you to our Empathy Map tool to help you get there!

Note from Nancy: This Empathy Mapping technique is the perfect complement to developing personas—learn how to do that here. Then put your results together and you’ll have a 360-dgree profile of the folks you want to engage. That’s right-things, right-now marketing, and that makes you a  5-star messenger!
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Guest Blogger on March 6, 2014 in Right-Things Right-Now Marketing | 15 comments
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Aunt FrancesSome of you may remember my stories about my wondrous Great Aunt Frances. We grew into close friends over the years I lived a few blocks from her in NYC.

Aunt Frances was fantastic—a warm, loving, down-to-earth lady who’d had many life adventures and was a fantastic cook.

Her stories of life as a girl in the Bronx—where her mother stored the live fish bought to make gefilte fish each Shabbat (the Jewish sabbath) in the bathtub overnight—were memorable. So were those she shared from her life as a young teen (I wish I could find that picture of her playing the violin on the rooftop of their Lower East Side tenement), briefly-working young woman, and long-term mother, grandmother and great-grandmother. On top of that, she forced her delectable homemade cookies on me on every visit, as only a Jewish grandmother can. Who could resist?

Aunt Frances passed away recently at the age of 107 1/2, and I’ll miss her greatly. But she’s left me—and so many others—with so much.

Today, I want to share three relationship-building skills I learned from Aunt Frances. Take her lead to strengthen your nonprofit marketing approach, and results:

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Nancy Schwartz on December 17, 2013 in Relationship Building | 3 comments
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chapincoleheadshot13smallGuest blogger, Chapin Cole is a proud Millennial who works in nonprofit development in the California Bay Area. She blogs on getting successful (yet stress-free) as a nonprofit staffer.

Who cares what your nonprofit is doing to change the world? I don’t. I’m busy; I don’t have time to read about programs and services, how many people you’ve lifted out of poverty, or how many children you’ve taught to read.

And yet, the minute you put someone’s story in front of me, I’m hooked.

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Guest Blogger on November 21, 2013 in storytelling | 8 comments
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Who-Cares Right-Now Marketing

I’ve seen so many fantastic examples from nonprofits linking what’s top of mind this week (Halloween, for many, if not for all) with their campaigns and orgs. Thanks to Kerri Karvetski for showcasing several strong nonprofit models here.

But many orgs are moving forward with “just do it” Halloween-linked marketing, rather than relevant marketing that deepens understanding of the organization and/or motivates action. And that becomes who-cares, right-now marketing. Here’s what I mean.

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Nancy Schwartz on October 31, 2013 in Right-Things Right-Now Marketing | 1 comment
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Part One—Communicate Now on Govt. Shutdown Impact

This post by Dan Moyle was originally published on the Talons Out Honor flight blog. Thanks for sharing, Dan, and kudos for your great work here.

Last week the U.S. Government shut down. It’s a serious story, with implications abounding. Unemployment, services cut off to those in need, chaos in Washington, D.C. (well maybe that’s far-fetched—it’s already chaotic there). However, the shutdown also affected me in an unexpected way—I turned the headlines into a story to get attention (and donations, I hope) for Honor Flight.

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Nancy Schwartz on October 9, 2013 in Right-Things Right-Now Marketing | 2 comments
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Together, Forever, in NJ

Me and you, together in the same place? I’d love that.

Let’s lunch and learn together! Please join me next Tuesday, October 8, in nearby Edison NJ, to build your skills on:

Relevance Rules:
Right-Things Right-Now Fundraising for Nonprofit Leaders  

Register by tomorrow (Fri, Oct 4) to get the early-bird rate—just $40 to learn with me!

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Nancy Schwartz on October 3, 2013 in Fundraising: Innovations & Research | 0 comments
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